On The Eve Of "3 / 8 Women'S Day", Women'S Consumption Showed An Explosive Trend.

Female consumers are holding up.

On the eve of women's day, women's consumption is showing an explosive trend.

Jingdong, Tmall two

The platform has released a report on the trend of women's consumption recently. According to the report, female consumption shows younger consumers and international consumers.

The trend of increasing consumption frequency.

At the same time, "town youth" has gradually opened up new consumption "curtain", the three cities below the city burst out a strong spending power.

Data show that the mainland women's economic market size now nearly 2 trillion and 500 billion yuan, is expected to reach 4 trillion and 500 billion yuan by 2019, the explosive force of female consumption continues to rise.

Luxury brand embracing electricity supplier

Passionate female consumers are driving high-end luxury goods to the electronic business platform.

According to the world clothing and shoe net, in March 7th, Jingdong released the "2017-2018 beauty consumption trend report", showing that luxury goods such as Gucci, Estee Lauder, Saint Laurent, Lancome and so on were the top guests of female consumption. In 2017, the sales of lipstick sets of these brands increased by 190% over the same period last year.

Earlier, Tmall's data also showed that 350 thousand female consumers should buy at least 12 packages a year, and over 3 million users purchased over 5 Lipsticks in the past year.

Luxury brands are constantly exploring the spending power of female users.

In March 1st, the sale of Givenchy Tmall flagship store reached 28 million 800 thousand yuan on that day, and the sales of the sheepskin lipstick that favored by female consumers reached 58 thousand units per day.

In January 6th, sales of Armani Tmall flagship store reached 17 million yuan on that day.

This is only a microcosm of the sales of luxury brand sales driven by e-commerce.

Yang Dayun, President of UTA Fashion Management Group in China, believes that with the rapid development of Internet in China, consumers' brand information and consumer information come from online everyday. Therefore, online channels are widely chosen as a way to break the boundaries of time and space and get closer to consumers.

Lai Yang, executive vice president of the Beijing business economics society, said that the rental and manpower costs of physical shops are getting higher and higher, and there is no advantage in terms of commodity prices compared with network sales channels. Therefore, the large number of resources in the past of the brand often can not bring about actual sales, which has become a burden of profit growth.

The network platform directly faces consumers. Besides satisfying the demand of shopping and information at any time and place, it also reduces the operating cost brought by the physical shops.

High-end consumption younger

When the electricity supplier opened a new market for the luxury brand, more young consumers joined the buying force, which promoted the high-end consumption to become younger.

Jingdong data show that in the high-end brand users, the proportion of "post-90s" is higher than the total station 11%. In France, Britain, Korea, Japan, the United States and other countries, the 26-35 year old customer group is the main consumer group, accounting for 45.5%, 46.6%, 44.2%, 47.7% and 45.5% respectively. At the same time, the 18-25 year old consumers account for more than the 36-45 year old consumers.

According to Lai Yang, with the increasing disposable income per capita, more and more people are willing to pay higher prices for those who can improve the quality of life after their basic needs are satisfied.

In addition, with the wide improvement of consumers' educational level and broader vision, consumer psychology has changed from simple pursuit of price performance to pursuit of fashion experience and cultural level. Many consumers have paid more attention to the added value and value of the practical value of purchased goods.

Three or four line consumption capacity outbreak

When young female consumers stimulate their energy consumption, the "town youth" has opened up a new curtain of consumption.

Jingdong data show that the consumption power of consumers on the four or five and six lines has been rising, which is much faster than that of the second tier cities.

The data of facial skin care and perfume make-up are especially notable. Consumers in the four tier cities prefer to buy facial skin care products on the electronic business platform. The number of users in the first tier cities is the first, followed by the six line and three line cities, while the number of users in the first tier cities is increasing.

Many subdivision categories support the new trend of consumption capability sinking.

In the first tier cities, the sales volume of sunscreen, makeup remover, eye cream, essence and toner increased by 154.8%, 140.7%, 126.3%, 123%, 120.4%, respectively. The sales growth rate of the above categories in four cities was above 200%, reaching 351.6%, 247.9%, 254.3%, 234.2%, and 234.2%, respectively.

At the same time, eyebrow pencil, beauty tools, lipstick, eye cream, mascara and other categories in the first tier cities sales growth rate of 50%-100%, but sales of four tier cities grew by more than 150% year-on-year.

Yang said that since most brands were first laid out in the first tier cities, the business composition of some cities has been relatively complete and the growth of performance has been relatively stable.

There are still many commercial gaps in the two or three tier cities, and the operating cost of rents and manpower is also low. Therefore, it has become an important direction of many brand layout.

From the perspective of consumers, with the continuous improvement of international vision, the choice of consumers in tier one cities is wider and the competition pressure of brands is also great.

There is a time lag in the development of consumption in the two or three tier cities. Many brands will have greater influence on the local market after sinking, bringing new growth to performance.

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